PLMA MEGASHOW

STEPHANIE FAGNANI

CHICAGO -- The introduction of 100 new store brand items and eight new label designs in the last two years resulted in Price Chopper Supermarkets taking home the Salute to Excellence Award in the supermarket category during an awards dinner at the recent Private Label Manufacturers Association trade show, held here from Nov. 14-16.

Based in Schenectady, N.Y., Price Chopper carries more than 2,000 private label SKUs across dry grocery, dairy and HBC categories, and private label sales currently account for 23.5% of total grocery sales.

Executive vice president Larry Zettle accepted the award, giving special accolades to Federated Foods, the chain's private-label broker.

Taking home the wholesaler award was Western Family Foods, Tigard, Ore., whose distribution area reaches 23 states and services approximately 3,000 retail locations.

In addition, Genuardi's Family Markets, Norristown, Pa., was presented with a special award for its line of 900 private label items, which span 33 locations in Pennsylvania, New Jersey and Delaware.

In recent months the small chain has launched a reformulated private-label drink, as well as introduced its own diaper and salad dressing lines.

"When you're name is on hundreds of products, the issue of quality takes on that much more meaning," said Michael Genuardi.